PERCEPTION OF CUSTOMER SATISFACTION AND HEALTHCARE SERVICE QUALITY IN THE CONTEXT OF BANGLADESH
Journal Title: International Journal for Quality Research - Year 2011, Vol 5, Issue 3
Abstract
Purpose – Healthcare service quality and customer satisfaction have been a major research issue over the decade. Customer satisfaction has been measured by different researchers under varied environment. As environment varies, desires of customers and the perception of satisfaction vary. As a result, a major issue is to define the complex nature of customer satisfaction under varied environment. On the other hand, a compromising trade-off is required in operational cost in the wake of increase in cost to uplift service quality. This research addressed the issue from the context of Bangladesh. Design/methodology/approach – This research used SERVQUAL, which is a very powerful tool to measure service quality. The study utilized the benefi of hierarchical nature of satisfaction. Service quality was analyzed from customers’ view point, as well as the service providers, such as doctors nurses, etc. Finally hypothesis tests were performed to investigate into the possibility of relationships among the affecting quality parameters and the output service. This analysis was based on customer’s perception, as well as expectation. Findings – The research found the values of service quality parameters, such as tangibles, doctoral service, nursing, infrastructure and management. The established fact of dependence of perception of quality on culture has been proved once again. The relationship among conflicting parameters were also found using hypothesis testing. Although the study was conducted in the context of Bangladesh, the analysis procedure is well applicable to other countries. Originality/value – The study proved that the hierarchical nature of satisfaction can well be analyzed using the powerful tool of SERVQUAL. The dependence of customer satisfaction on service quality has been assumed to be a function of market segmentation and customer perception. This resul can guide many of the future research works in further analysis of complex nature of service quality and customer satisfaction.
Authors and Affiliations
M. Ahsan Akhtar Hasin, Sudipa Sarker, Nouroz Islam, M. A. Shareef
Keywords
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